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점포개성과 자아이미지 일치성이 관계강도 및 점포충성도에 미치는 영향에 관한 연구

A Study on the Impact of the Congruence of Store Personality and Self-Image toward Relationship Strength and Store Loyalty

정강옥|박효현
한국전략마케팅학회 (Korean Strategic Marketing Association)|2010.06|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제18권 제2호|pp. 45-68

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참고문헌

키워드

점포충성도점포만족Store SatisfactionRelationship Strength점포개성과 자아이미지 일치성점포관계강도(점포친밀성점포몰입)Congruence of Store Personality and Self-ImageStore IntimacyStore CommitmentStore Loyalty.

초록

점포선택은 점포속성만이 아닌 소비자가 점포에 대해 지각하는 개성에 의해서도 이루어진다. 이는 소비자가 점포를 살아있는 대상으로 여기며 점포에 인간적인 특성을 부여하고 자아이미지를 투영시키기 때문이다. 이에 본 연구에서는 점포개성과 자아이미지 일치성이 관계강도 구성변수들에 미치는 영향관계와 해당 변수들이 점포충성도에 미치는 영향을 실증해 보았다. 구체적으로는 점포개성과 자아이미지 일치성이 관계강도 구성변수들을 매개하여 점포충성도에 미치는 인과관계를 LISREL 7.0 프로그램을 사용하여 구조방정식으로 분석하였다. 연구결과는 다음과 같다. 첫째, 점포개성과 자아이미지 일치성이 관계강도 구성변수들인 점포친밀성, 점포만족과 점포충성도에 긍정적인 영향을 미치는 것으로 나타났다. 하지만 점포개성과 자아이미지 일치성이 점포몰입에는 유의적인 영향을 주지 않은 것으로 나타났다. 둘째, 관계강도 구성변수들인 점포친밀성, 점포만족, 점포몰입간에는 유의적인 인과관계가 존재하는 것으로 나타났다. 마지막으로 점포만족과 점포몰입은 점포충성도에 긍정적인 영향을 미치는 것으로 밝혀졌다. 연구결과를 통해 점포개성으로 점포차별화를 이루는 것도 중요하지만 각 점포가 구축하고자 점포개성이 표적고객의 자아이미지와 일치하게 하는 것이 필요하다는 것을 알 수 있었다. 그리고 점포충성도를 높이기 위해서는 관계강도 구성변수들의 인과적 관계에 대한 이해와 관리가 요구된다는 것을 파악할 수 있었다

Abstract

Consumer's store selection is not only formed by store attribute but also made by store personality. Store personality assumes that a store has characters like a human being. It also indicates that consumer considers a store as a human and projects a self-image to the store. However, there is a little research on the influence of the congruence of store personality and self-image affects store loyalty with mediating variables such as satisfaction, intimacy, and commitment. The goal of this study is to investigate the causal relationships between the congruence of store personality and self-image and store loyalty by mediating relationship strength variables such as store intimacy, store satisfaction, and store commitment. The results of this study are summarized as follows. First of all, the congruence of store personality and self-image has a positive influence on store intimacy, store satisfaction, and store loyalty. However, the congruence of store personality and self- image has no significant impact on store commitment. Second, store intimacy has a positive impact on store satisfaction and store commitment. Store satisfaction has a positive effect on store commitment. Third, relationship strength variables such as store satisfaction and store commitment has a positive impact on store loyalty. These findings in this study indicate that store personality is an important predisposing factor which affects relationship strength related variables and store loyalty. Finally, the implications, limitations, and future study directions based on the study results are discussed.

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